Buyer engagement refers to the level of participation and/or interaction a buyer has with a company’s portfolio of products or services. Companies measure buyer engagement through buyer behaviors at various touchpoints, such as opening an email, clicking on a video or answering an agent’s phone call. The stronger the level of engagement, the more likely a potential buyer will make a purchasing decision.
Forecasting buyer engagement is accomplished through data collected specifically regarding the messaging, content, training resources, coaching opportunities and historical successes that drive buyers’ decisions. This data is combined with insights into what specific avenues see greater engagement in order to maximize visibility to targeted buyers.
Buyer engagement is valuable for sales teams, marketing departments and management alike, driving customer-facing methodologies, developing client loyalty and generating new revenue streams.